Impact of Green Marketing Strategies on Consumer Purchasing Behaviour in the FMCG Sector

Abstract

This research explores the effect of green marketing strategies on consumer buying behavior in the Fast-Moving Consumer Goods (FMCG) industry. As environmental issues become more salient in the values of consumers, this study seeks to assess the effects of environmentally friendly marketing strategies—green branding, sustainable packaging, and eco-labeling—on consumers' buying choices. This research also explores consumer knowledge, attitudes towards environmentally friendly products, and green marketing's effects on brand trust and loyalty. Taking a quantitative and descriptive research approach, data were gathered from 300 respondents through a structured questionnaire, aiming at consumers in both urban and semi-urban locations with stratified random sampling. Statistical methods such as descriptive statistics, correlation analysis, ANOVA, and multiple regression were applied using SPSS. Findings reveal a high degree of consumer awareness and favorable attitudes towards green marketing practices. Strong positive correlations were established between green marketing factors and buying behavior, and the greatest impact was seen with eco-label awareness. ANOVA analysis illustrated that green branding has a direct effect on brand loyalty, and regression analysis illustrated that green purchasing behavior significantly depends on eco-label awareness, green packaging perception, and belief in green branding. These results highlight the strategic significance of embedding sustainable practices in marketing to encourage consumer loyalty and influence eco-friendly buying in the FMCG market.